A part of 
Client:
Epiroc
Services:
Editorial Content & Storytelling
Podcast & Vodcast Solutions
Content Strategy & Production
Helping Epiroc reach every audience through a multi-channel content ecosystem.
Results
+300% increase in digital traffic
25,000+ podcast downloads
30 podcast episodes
272K campaign views
Multi-channel content ecosystem
Audience-specific communication strategy
Overview
Reaching multiple audiences requires more than a single communication channel. To better engage customers across different roles and decision-making levels, Epiroc Sweden partnered with Splay One to develop Bitz Magasin and Borrmästarpodden – a multi-channel content ecosystem designed to educate, inspire and build stronger relationships throughout the customer journey. Through editorial storytelling, podcast production and strategic content distribution, technical expertise were transformed into valuable content tailored to each audience segment.
Challenge
Epiroc’s client communication was built around a ”one-size-fits-all” approach, despite serving audiences with very different needs: From large companies to self-employed. From executives and purchasing managers to drilling operators working in the field. As operators became increasingly influential in purchasing decisions, Epiroc needed a more targeted content strategy capable of delivering relevant information to each audience in the right format and through the right channels.
Solution
Splay One developed a multi-channel content strategy centred around Bitz Magasin, creating a connected editorial ecosystem that combined a digital magazine, the podcast Borrmästarpodden, newsletter, print publication and social media content. Each channel was designed around the behaviours and information needs of a specific audience, allowing Epiroc to communicate more effectively while strengthening its position as a trusted industry expert.
Podcast downloads
25,000+
Campaign Views
272k
Traffic to digital channels
+300%
Podcast episodes
30
And they keep listening.
Results
he initiative transformed Epiroc’s content strategy from broad communication into an audience-focused content ecosystem that delivers relevant information across multiple touchpoints. By combining editorial storytelling with strategic distribution, the project significantly increased digital engagement, strengthened customer relationships and positioned both Bitz Magasin and Borrmästarpodden as trusted industry resources. Traffic to digital channels increased by more than 300%, while the podcast surpassed 25,000 downloads (despite a very narrow target group of 2,000 people), demonstrating the long-term value of specialised, audience-driven content.
A podcast is the perfect channel choice for brands that have many stories to tell, want to build credibility, spread knowledge and want to strengthen relationships with customers.
Contact Åsa and she will tell you more!
A podcast for drilling operators
Bitz Magasin and Borrmästarpodden have been established as credible and valued sources of knowledge. Clients are involved in the content in many ways, and provide feedback to our editorial team with reflections and ideas of their own. This response also comes from readers and listeners who use competing equipment! Another hallmark of quality is that Bitz Magasin’s content is republished more frequently in other contexts, both within Epiroc globally and in the Swedish and International press.
